Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Biz jul2010


Published on

Published in: Business
  • Be the first to comment

Biz jul2010

  1. 1. Brand and social capital Bogdana Butnar MD MRM Worldwide
  2. 2. Props to <ul><li>Cory Doctorow </li></ul><ul><li>Faris Yakob </li></ul><ul><li>Tara Hunt </li></ul><ul><li>Alan </li></ul><ul><li>Wikipedia </li></ul><ul><li>People who like to bitch about other people’s presentations and scare them into writing silly slides like this one </li></ul>
  3. 3. Initial ideas <ul><li>We have less money </li></ul><ul><li>We will have even less </li></ul>
  4. 4. Initial ideas <ul><li>Marketing gets cut first because it’s easiest and because this is a barbarian economy </li></ul>
  5. 5. Initial ideas <ul><li>When marketing gets cut you look for the cheap way to touch people </li></ul>
  6. 6. Initial ideas <ul><li>People are online now and online everything is free * </li></ul>* Please please understand that I am being sarcastic
  7. 7. Initial ideas <ul><li>You go online </li></ul>
  8. 8. Joke time <ul><li>A stranger walks into a bar and goes up to a pretty lady and says “Hey hon, wanna do the horizontal mambo tonight?”. The lady slaps him in the face and says “You jerk, I don’t even know you. What do you take me for? A hooker.” </li></ul><ul><li>The stranger says: “No. A customer.” </li></ul>
  9. 9. Moving on ideas <ul><li>Brands online act like bullies </li></ul><ul><li>- talk about themselves constantly </li></ul><ul><li>- forcefully enter people’s private spaces </li></ul><ul><li>- piggie back on people’s content </li></ul><ul><li>- show disinterest in communities </li></ul><ul><li>- fail to respond and interact </li></ul><ul><li>- patronize </li></ul>
  10. 11. Theory <ul><li>Online, brands need to acquire the Whuffie factor to get away with being what they are </li></ul>
  11. 12. A person's Whuffie is a general measurement of his or her overall reputation, and Whuffie is lost and gained according to a person's favorable or unfavorable actions
  12. 13. <ul><li>Social capital </li></ul>Whuffie =
  13. 14. 1916 <ul><li>the networks that a person possesses and that he/she may use in a social integration purpose, it is more the disposition to create, maintain and develop such networks that constitutes real social capital </li></ul>
  14. 15. What does this mean? <ul><li>Do lots of creative things </li></ul><ul><li>Join networks and interact with them </li></ul><ul><li>Be humble and friendly </li></ul><ul><li>Listen </li></ul><ul><li>Pay for the drinks (give out freebies) </li></ul><ul><li>Stand tall </li></ul><ul><li>Reply immediately </li></ul><ul><li>Never assume you’re better </li></ul><ul><li>Smile </li></ul>
  15. 16. What does this mean? <ul><li>Do lots of creative things </li></ul><ul><li>Join networks and interact with them </li></ul><ul><li>Be humble and friendly </li></ul><ul><li>Listen </li></ul><ul><li>Pay for the drinks </li></ul><ul><li>Stand tall </li></ul><ul><li>Reply immediately </li></ul><ul><li>Never assume you’re better </li></ul><ul><li>Smile </li></ul>= Do lots of creative things = start accounts / post relevant things = talk about what they care ab = take comments = give out freebies or test drives = be transparent ab ur mistakes = reply immediately = take advice from your users Smile
  16. 17. What the brands will need <ul><li>lots of freedom </li></ul><ul><li>lots of open minded CEOs </li></ul><ul><li>lots understanding of technology </li></ul><ul><li>lots of humility </li></ul><ul><li>lots of transparency </li></ul><ul><li>lots of courage </li></ul>
  17. 18. <ul><li>Get high impact </li></ul>Got Whuffie =